In its bid to consolidate business in the northern Indian market, MullenLowe Group has merged operations of its two entities—Mullen Lintas and Lowe Lintas in New Delhi. The move has come in the wake of the company's decision to prioritise operational efficiency.
“When you want to achieve efficiency, a lot of synergies come into play. Delhi market has different dynamics and the nature and kind of clients are different has well. We keep improvising,” S Subramanyeswar, group CEO, MullenLowe Lintas Group and chief strategy officer (APAC) MullenLowe Global, shared with Campaign India.
The development will not result in any changes to the Mullen Lintas entity. However, its Delhi NCR office has ceased to exit. Its operations have been merged with Lowe Lintas Delhi NCR office and the combined functioning will be spearheaded by Naveen Gaur, group COO, growth and innovation, MullenLowe.
“Naveen has been given the additional charge of Mullen Lintas. He will be looking after both the agency businesses now”, Subramanyeswar informed.
Gaur has been overlooking the merged operations since January 2024. The agency’s Delhi client list includes brands like Havells, Dulux and Vadilal, amongst others.
Recently, the company announced ‘State of States’ in collaboration with Quantum Consumer Solutions. It was aimed at providing micro-insights into India’s diverse market and deconstruct 30 different cultures for a deeper understanding of domains in order to create brands of future.
In 2023, MullenLowe adopted a new global identity and a refreshed positioning with an evolved octopus, created by MullenLowe US to unite 57 markets globally. It represented a ‘kindred spirit that visually depicts how brands need to grow today’.
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